I'm looking for identification of the typeface used in the "SHASTA" logo on the attached image of Shasta Imitation Black Cherry Soda. I would estimate this to be from the 1930s or 1940s, but I can't say for sure.

Sorry, but the logo itself and "It HASTA be SHASTA!" is lettering, not a typeface.

 

The only typeface on the can is the white type on red, which is Futura Bold/Futura Condensed Bold.

What is it about "SHASTA" that gives it away as lettering, not type?

Similar for SHASTA:

Harmonique

Killarney

Hops and Barley 2 (distressed, but similar letter forms)

Inlander Regular

Fireladder 12 Bold (better for 1940s, 1950s version of the logo)

S & S Amberosa Serif (again, better for 1940s, 1950s version of the logo)

8 minutes ago, libcrypt said:

What is it about "SHASTA" that gives it away as lettering, not type?

No match to a metal typeface of that era.

Logotypes and display lettering of that era were almost always hand drawn / lettered, not typeset. Phototypesetting didn't enter the picture until the 1950s, but even then hand lettering persisted long into the photo and digital typesetting age.